This study investigated the relationship between strategic orientation, green innovation, the implementation of digital technology, and financial and non-financial performance. It has also considered the factors of green information proactiveness, transparency, and formality. The research was conducted in the Malaysian hotel industry, using data from 401 employees and 74 managers. Path analysis was performed using partial least squares structural equation modeling. The results indicated that a strategic orientation towards green innovation is positively correlated with green information proactiveness and transparency, that implementing digital technology is positively linked to green information proactiveness and transparency, that the formalization of green information positively impacts financial performance, that non-financial performance is influenced by both proactive and formal green information practices; and that the proactiveness, transparency, and formalization of green information act as mediators in the relationship between green innovation strategic orientation and financial performance. This research provides valuable insights to help the hotel industry move towards a more environmentally responsible and technologically prosperous future by examining these relationships.